The Top Three Key Trends at DMEXCO 2024
As one of the key tentpole events in every ad tech leader’s calendar, DMEXCO 2024 did not disappoint. Taking place in Cologne, Germany, over just two days in September, the event was – like previous iterations – a whirlwind of innovation, collaboration, and networking.
Our team was on the ground for both days of this year’s event, meeting old and new friends and colleagues, as well as taking in the latest developments within the industry. With time to reflect after a show full of insightful conversations and in-depth panels, these are the team’s key takeaways from what they saw on the conference floor:
AI, AI, and more AI
Unsurprisingly, AI continued to dominate conversation at DMEXCO 2024. Like Cannes before it, we heard far more about how it directly applies to marketing than at previous conferences.
Industry players discussed the opportunities that AI tools open up for marketers that increasingly demand content at scale – whether it be written, visual, or audio – and how AI can be utilised to engage consumers. Similarly, the use of the tech to unlock hyper-personalised customer experiences throughout the sales funnel to inspire not just immediate sales, but long term relationships, was a key focus.
The conversation wasn’t just confined to the positives of these tools. Deep fakes and misinformation were highlighted as risks that are being accelerated by AI. However, it is clear AI could also be a crucial tool to addressing these issues.
AI will almost certainly be on the agenda for DMEXCO 2025, and we look forward to seeing how the conversation evolves.
Google’s advertising future
Another subject that is a constant on the conference floor for a number of years is Google’s depreciation of the third-party cookie. However, with its latest u-turn, this year’s conference saw more debates on this issue than before. For many, the news of Google giving consumers greater choice over cookies only signalled that it would continue to depreciate, even if this was more gradual than previously thought. First-party data solutions were highlighted as a potential solution and many are already adopting such tools to continue to reach consumers.
As this saga continues to develop, it is likely that change will be driven more by consumers than tech giants.
With the conference taking place just before Google faced its second round of antitrust hearings in the US, the future of its advertising business was also a hot topic. Whether it is broken up entirely or continues to be allowed to function largely as it is now is yet to be seen.
The Boom of Retail Media
While rumblings about the potential of retail media have been heard for some time, DMEXCO 2024 felt like the innovative channel’s breakout year. With IAB Europe expecting €13.8 billion of investment to the channel in this year alone in Europe, it is no surprise that its presence was felt so strongly. Our team saw numerous case studies throughout the conference which showcased the channel’s ability to drive brand awareness while achieving real business outcomes.
Missed us at DMEXCO 2024? Get in touch with our team here.